ATTRACTING GERMAN TOURISTS TO THE CITY OF KOUVOLA THROUGH A TOURISM DESTINATION WEBSITE

Abstract

This study explores the elements required of a website to promote a tourism destination effectively. Successful promotion of a tourism destination comprises the identification and satisfaction of target customer needs regarding content and functionality of the website.

The aim of this study was to identify the needs and wants of German tourists in relation to the city of Kouvola as a tourism destination as well as functional features of effective tourism destination websites. The findings served as a basis for the development of a promotional message to be conveyed by the tourism destination website while addressing functional issues enhancing user experience with the website.

This research was carried out by using content analysis. Data was acquired by an online questionnaire and interviews directed at German tourists, and by examining existing tourism destination websites.

While the city of Kouvola can satisfy the needs of German tourists, the lack of information hinders travellers from visiting the city. The tourism destination website needs to concentrate on features related to relaxation and the generation of experiences, while offering extended customer services and increasing site user engagement.